Auto-ethnographic consumer research and creative non-fiction: Exploring connections and contrasts from a literary perspective

Purpose ‐ Narrative accounts of subjective consumer experience are, in one form or another, a staple of qualitative market research. They have an obvious connection with the literary form of creative non-fiction (CNF), yet this connection has rarely been explored. Based on the assumption that writing craft is a neglected yet fundamental part of qualitative research practice, this paper seeks to contribute a new, literary-based perspective to the interpretive turn in qualitative market research. Design/methodology/approach ‐ The paper draws on a range of extant literature to draw out the distinguishing features of CNF, placing these in juxtaposition to biographical and narrative auto-ethnographic consumer research. The overall aim is to begin to detail the particular qualities of writing that might contribute to better qualitative research. To assist in this quest the attempts at scholarly discussion in the paper are interpolated with a series of digressive interludes written in an auto-biographical CNF style. These interludes are intended to exemplify aspects of the interpretive research mentality. Findings ‐ This is a conceptual paper seeking to draw attention to and develop a relatively neglected research agenda. The concluding reflections suggest some tangible consequences of this research. The paper suggests that a stronger focus on research writing craft through CNF can liberate the imagination of research respondents and enrich the analysis of narrative forms of qualitative data. Originality/value ‐ This paper addresses the vast area of narrative-based qualitative research from a perspective which will be entirely new to many researchers and practitioners. It suggests tangible benefits that this new perspective could bring to the work of each.